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Create custom funnel reports (BETA)

Last updated: April 23, 2024

Available with any of the following subscriptions, except where noted:

Marketing Hub   Professional , Enterprise
Sales Hub   Professional , Enterprise
Service Hub   Professional , Enterprise
Operations Hub   Professional , Enterprise
Content Hub   Professional , Enterprise


Analyze conversion rates between stages with custom funnel reports. You can choose between lifecycle stages or deal pipelines.

Please note: the following functionality is currently in beta. To access the beta a super admin in the account needs to navigate to the funnel builder and click Get early access to the new funnel builder in the bottom left. Learn more about opting into betas.

Contacts, deals, or company funnel

You can create a funnel report to view how contacts, companies, or deals are moving through lifecycle or deal stages over time.

To create a contacts, deals, or company funnel report:

  • In your HubSpot account, navigate to Reporting & Data > Reports.
  • In the top right, click Create report.
  • Select Funnels.


  • Select a data source:
    • Contacts: measures how contacts are moving through their respective lifecycle stages.
    • Companies: measures how contacts are moving through their respective lifecycle stages.
    • Deals: measures how deals are moving through their respective deal stages.
  • In the left panel, click and drag Steps to the Stage [X] section. Hover over the stage to view a description. You can add up to fifteen stages that lead up to a goal or conversion point.
  • To make a step optional, hover over the step, and select Mark stage as optional. A contact, company, or deal will not have to go through that specific stage in order to continue along the funnel report. If a contact, company, or deal makes it to the last stage, they will be included in the total conversion rate. The first and last stage cannot be made optional.


  • When you have finished configuring your stage, in the top right, click Run report to display your data in the right panel. Use the filters at the top to filter your data:
    • Contacts (Contacts data source): view all contacts or filter by contact lists and properties.
    • Companies (Company data source): view all companies or filter by company lists and properties.
    • Deals (Deals data source): view all deals or filter by deal lists and properties.
    • Date range: the dates the activities occurred. You can choose a Static or Rolling date range. 
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